全球营销NIKE耐克的STP战略分析(可编辑).doc

① Analysis of the status of the target market, to confirm the potential competitive advantage of the enterprise In contrast, business competitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in low-end products is also very high, Anta be among other sports brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., are direct competitors of Nike. Go to another piece of Nikes broad market instead of other brands, will be developed. ② Accurately select competitive advantage, the initial position of the target market enterprise core competitive advantage positioning, Nike advantage of scientific and technological research and development, brand awareness. ③ Display a unique competitive advantage and repositioning to develop a strategy to play a central competitive advantage. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and comfort, and the superstar strategy to strengthen product promotion, and achieved good results. ① product differentiation strategy: Nike also intend to in the future to further refine the product market. NIKE ID launched in 2008, such as business, consumer business by way of online self-designed, can design their favorite color, style, special mark, which provides more freedom of choice for consumers. ② Image differentiation strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nikes success with the corporate culture for its understanding of the signs is essential, because it is the Nike brand becomes ubiquitous a commercial logo. Too well-known that in the Nike ad I saw to the Nike logo, and do not see the name of the company, because they have a full grasp of people see this symbol that know this is Nike, need not occur only word piece language. It became a cultural icon, a